…………………………………………………………………………………… Alpine Space Programme

CAPACities

Competitiveness Actions and Policies for Alpine Cities

Project No. 6-1-1-I

Work package 5.2: DEFINING AN INNOVATIVE AND TRANSNATIONAL APPROACH FOR REPRESENTING AS_SLUC PECULIARITIES

SWOT ANALYSIS FOR PILOT AREA OF JULIAN ALPS

Authors: Mateja Podkrajšek Miha Bratec

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CAPACities SWOT Analysis ……………………………………………………………………………………

SWOT ANALYSIS FOR PILOT REGION: © NATIONAL TOURIST ASSOCIATION SLOVENIA 2010

ANALYSIS: Mateja Podkrajšek, Miha Bratec

PHOTOGRAPH: Matej Vranič/ Slovenian Toruism Organization

TRANSLATORS: Miha Bratec, Mateja Podkrajšek

DESIGNER: Jerneja Fridl

PROJECT PART-FINANCED BY THE EUROPEAN UNION ……………… ……

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CAPACities SWOT Analysis …………………………………………………………………………………… ABLE OF CONTENTS T 1 INTRODUCTION ...... 3

2 SWOT ANALYSIS ...... 3

2.1 Settlement and Geographical Questions ...... 3

2.2 Economic Questions ...... 4

2.3 Social Questions ...... 5

2.4 Environmental Questions ...... 6

2.5 Institutional Questions ...... 6

3 REFERENCES ...... 8

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CAPACities SWOT Analysis …………………………………………………………………………………… INTRODUCTION 1 The purpose of this SWOT (strengths, weaknesses, opportunities, and threats) analysis is to present the basic characteristics of the selected pilot regions that were selected in individual Alpine countries by the project partners for the CAPACities project.

In order to simplify the structure of the analyses for individual regions, we have prepared uniform points of departure based on five content areas:

- Settlement and Geographical Issues

- Economic Issues

- Social Issues

- Environmental Issues

- Institutional Issues

As a guideline in preparing the SWOT analyses, we also used the analysis that we prepared for small Alpine towns in the fourth work package of the CAPACities project.

In addition to the basic presentation of an individual pilot region, such an approach enables a comparison between selected pilot regions, thereby contextualizing an individual region within the Alps as a whole.

We hope that our efforts will contribute to the development of the regions included in this research, and thus also to better living conditions for the people residing there.

SWOT ANALYSIS

2 2.1 Settlement and Geographical Questions

CAPACities SWOT ANALYSIS: SETTLEMENT AND GEOGRAPHICAL QUESTIONS

STRENGTHS

¾ Closeness of major emitive tourism markets ¾ Good macro accessibility ¾ Bordered by Italy and Austria ¾ Variety of offers in a very small area ……………… ……

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CAPACities SWOT Analysis ……………………………………………………………………………………

WEAKNESSES

¾ Inadequate road connections between the towns- isolation of some tourist providers ¾ Remoteness of southern and western part of Slovene Alpine space from the Central Slovenia ¾ Difficult terrain – limited possibility for economic activities ¾ Depopulation, low population density ¾ Poor transport facilities, unregulated and dangerous roads ¾ Few biking trails, walking trails and promenades in cities

OPPORTUNITIES

¾ Development of near-by airports: Klagenfurt, Ljubljana, Trieste, Treviso with the increase of low cost carriers

THREATS

¾ Lack of capital and low interest of national govenments for substantial improvement of accessibility

CHALLENGES

¾ Reducing isolation/ remoteness (Construction of new road links, effective traffic regulation)

2.2 Economic Questions

CAPACities SWOT ANALYSIS: ECONOMIC QUESTIONS

STRENGTHS

¾ Tourism- economic activity with tradition, Julian Alps as a globally- known tourism destination ¾ A lot of small, authentic, local, family-run tourism businesses ¾ Year-round marketing opportunity ¾ Long-term interest of capital for investment in tourism

WEAKNESSES

¾ Lack of investment (ski equipment, accommodation facilities and other tourism infrastructure) ¾ Low quality of tourist infrastructure ¾ Bad appearance of village centers ¾ Absence of big suppliers in remote communities

OPPORTUNITIES

¾ Establishing stimulative environment for higher level of ……………… ……

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CAPACities SWOT Analysis ……………………………………………………………………………………

entrepreneurship and innovation ¾ Opportunity for reaching Eastern EU and Balkan markets with intense marketing activities ¾ Growth of demand for ‘environmentally friendly’,’ active’, ‘nature based’ and ‘alternative’ forms of tourism on target markets ¾ Availability of EU funds and other favorable financial sources ¾ Planned future modernization and specialization of existing accommodation facilities ¾ Growth of new, smaller, family-run and specialized accommodation facilities THREATS

¾ Unfavorable financial environment for small tourism enterprises ¾ Inconsistency of capital and development plans, big influence of capital on public matters ¾ Fear and scepticism towards foreign investors ¾ Tourism as monoculture; lack of economic activities, independent from tourism

CHALLENGES

¾ Stimulating locals and finding foreigners that will invest in tourism

2.3 Social Questions

CAPACities SWOT ANALYSIS: SOCIAL QUESTIONS

STRENGTHS

¾ Rich cultural heritage, WWI heritage, ethnographic heritage ¾ Festivals and events ¾ Safe and peaceful destination ¾ Majority of the population favor further development of tourism

WEAKNESSES

¾ Lack of well-qualified domestic personnel ¾ Lack of advanced tourism knowledge and education ¾ Depopulation, ageing of population ¾ Structural imbalance

OPPORTUNITIES

¾ New educational centres that will lower the stuctural imbalance and depopulation of young people ¾ Further development of Bled as a high-quality education centre for management, tourism and hospitality ……………… ……

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CAPACities SWOT Analysis ……………………………………………………………………………………

THREATS

¾ Modest investments in staff and their skills ¾ Further out-migration of young people

2.4 Environmental Questions

CAPACities SWOT ANALYSIS: ENVIRONMENTAL QUESTIONS

STRENGTHS

¾ Preserved nature, various and diverse natural resources – TNP, Julian Alps ¾ Acquired EU awards – EDEN, EMYA, European Heritage Label ¾ Clean tap water ¾ Easily acessible lake shores

WEAKNESSES

¾ Non-systematic dissemination of holiday apartments – no spatial development plan ¾ Natural barriers

OPPORTUNITIES

¾ Investment in tourism product and services, which will be in line with sustainability principles and the values of TNP ¾ Eco-farming and integration of eco-farms with tourism

THREATS

¾ Forest overgrowth as a consequence of abandoning agriculture ¾ Global warming – ‘green winters’ ¾ Allowance of environmentally unfriendly projects

CHALLENGES

¾ To find the right balance between environmental protection and development

2.5 Institutional Questions

CAPACities SWOT ANALYSIS: INSTITUTIONAL QUESTIONS ……………… ……

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STRENGTHS

¾ Well organized local tourism organizations and regional development centres

WEAKNESSES

¾ Low integration and cooperation between Gorenjska and Goriška region ¾ Bad public transport ¾ No clear spatial development plan ¾ Unregulated property relations ¾ Uncoordinated tourism development ¾ Lack of entertainment and bad information system about different events ¾ Lack of internationally known tourism brands

OPPORTUNITIES

¾ Development of integrated tourism products that are in line with the values of TNP ¾ Cooperation with Austro-Carinthia and Friuli-Venezia Giulia for development and promotion of transnational projects ¾ Specialization and development of MICE tourism, Wellness/Lifestyle programs ¾ Development of rural tourism based on different crafts and ecological farms ¾ Overall improvement of quality in tourism with quality awards, quality standards, financial incentives etc. ¾ Establishing thematic trails and make a good use of rich ethnography in tourism products

THREATS

¾ Low cooperation between the public sector, private sector and locals; excessive individualism of tourism providers ¾ Low understanding of importance of tourism development by local governments ¾ Excessive and non-systematic construction in potential areas for tourism development; illegal building ¾ Lack of information and research ¾ Fragmentation of communities and setting boundaries for tourist products

CHALLENGES

¾ Adopting tourism-oriented spatial development plans ¾ Reaching more active networking between tourism suppliers

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CAPACities SWOT Analysis …………………………………………………………………………………… REFERENCES

3 Arh, A., Arh, V., Cvetek, P., Korošec, J., Langus K., Lenarčič, M., Smukavec, U. and Žvan, J. (2005). Tourist development programme for Bohinj 2007 – 2013. Available from: [http://www.bohinj.si/@images/lto/program2007_2013.pdf]. Accessed on 15.5.2010. Hosting d.o.o. (2005). Strategy of tourism development in tourist destination Kranjska Gora. Available from: [http://obcina.kranjska‐ gora.si/Obcinski%20svet/Strategija%20turizma%20KRG%20koncni%20dokument.p df]. Accessed on 15.5.2010. Jeraj, M. (2010). Development and marketing strategy of sustainable tourism in Gorenjska region 2010­2015. Alpe Adria Vita Ltd., Ljubljana. Available from:[http://www.bsc‐kranj.si/resources/files/doc/SONARAVNI/Aktivnost_1a_‐ _Strategija_razvoja_in_trzenja_sonaravnega_turizma_na_Gorenjskem_2010‐2015.pdf]. Accessed on 15.5.2010. LTO Sotocje (2009). Tourism development strategy for the Kobarid municipality 2009 – 2015. Available from: [http://www.lto‐sotocje.si/pdf/Kobarid_‐ _analiza_stanja_in_trendi_%28osnutek3%29.pdf]. Accessed on 15.5.2010. LTO Sotocje (2010). Tourism development strategy for the Tolmin municipality 2010 – 2015. Available from: [http://www.tolmin.si/datoteka/b59a51a3c0bf9c5228fde841714f523a]. Accessed on 15.5.2010. Malej, B., Fajfar., J., Filipič, B. And Zupan., S. (2009). Development Programme for the municipality of Bled 2009 – 2020. Municipality of Bled, K&Z Development consulting Ltd., Business Support Centre Ltd, Kranj. Available from: [http://obcina.bled.si/e_files/datoteke/dok807.pdf]. Accessed on 15.5.2010. Mavri, M. (2007). Development of tourist activity in municipality Cerkno. Master thesis. The faculty of Arts, Ljubljana. Available from: [http://geo.ff.uni‐ lj.si/pisnadela/pdfs/dipl_200707_marusa_mavri.pdf]. Accessed on 15.5.2010. Medved R., Nemec, A. and Ščančar, R. (2007). Regional Development Program of the North Primorska 2007­2013. Soča Valley Development Centre, Kobarid. Available from: [http://www.rra‐sp.si/files/Strateski_del.pdf]. Accessed on 15.5.2010. Medved, R., Pirih, A. Brežan, U. and Kutin, M. (2007). Development Programme for Posočje. Soca Valley Development Centre, Kobarid. Available from: [http://www.prc.si/file/download/93_10675b0e1f401/stat]. Accessed on 15.5.2010. Municipality of Jesenice (2010). Development Programme for the municipality of Jesenice 2010 – 2025. Available from: [http://www.jesenice.si/dokument2.asp?id=2451&tip=pdf]. Accessed on 15.5.2010. Municipality of Kranjska Gora (2004). Development Programme for the municipality of Kranjska Gora 2004­2010. Available from: [http://www.jakelj.kranjska‐ gora.si/Predpisi%20obcine/razvojni%20program%20obcine%202004‐2010.pdf] . Accessed on 15.5.2010. National Tourist Association (2005). Bled ­ overall vision of long­term development in tourism. Available from: [http://www.bled.si/news.asp?nid=193]. Accessed on 15.5.2010. Ravnikar, D (2009). Programme for development and marketing of tourism for the municipality of Idrija 2009 – 2015. Hosting d.o.o. Available from: [http://www.idrija.si/mma_bin.php?id=2009120912112080]. Accessed on 15.5.2010. ……………… ……

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Regional Development Agency of Gorenjska (2007). Gorenjska regional development programme for the period 2007­2013. BSC, Business Support Centre Ltd., Kranj. Available from: [http://www.bsc‐ kranj.si/resources/files/doc/GGGbrosuraANG1del06.pdf]. Accessed on 15.5.2010. Sirše, J., Vidjen, T., Kobal., N., Ščavničar., S and Granatir, G. (2005). Strategy of tourism development for the municipality of Jesenice. International Tourism Institute, Ljubljana & Development Agency of North Gorenjska, Jesenice. Available from: [http://www.ragor.si/podrocja.php?podrocje=turizem&tema=aktualno&id=113]. accessed on 15.5.2010.

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